Blog – Factualhttps://www.factual.com
Factual provides the best location data for mobile advertising, mobile apps, and enterprise solutions.Fri, 16 Feb 2018 23:15:36 +0000en-UShourly1https://wordpress.org/?v=4.9.4Subscribe with My Yahoo!Subscribe with NewsGatorSubscribe with My AOLSubscribe with BloglinesSubscribe with NetvibesSubscribe with GoogleSubscribe with PageflakesSubscribe with PlusmoSubscribe with The Free DictionarySubscribe with Bitty BrowserSubscribe with Live.comSubscribe with Excite MIXSubscribe with WebwagSubscribe with Podcast ReadySubscribe with WikioSubscribe with Daily RotationIntroducing Neutronic: Factual’s New Places Pipelinehttp://feedproxy.google.com/~r/factualblog/~3/07fCmUfX7ss/
https://www.factual.com/blog/introducing-neutronic/#respondWed, 14 Feb 2018 09:00:11 +0000http://www.factual.com/?p=2779MoviePass is huge in our engineering department. We love movies. We love schemes. We’re walking distance from the movie theater in the newly refurbished Century City mall. It’s all a movie match made in heaven (or was). So we’re seeing a ton of movies. And that means we’re constantly learning about how, at the end … Continued

]]>MoviePass is huge in our engineering department. We love movies. We love schemes. We’re walking distance from the movie theater in the newly refurbished Century City mall. It’s all a movie match made in heaven (or was).

And it’s a lesson that we’re learning on the engineering team here at Factual, too.

For the past five years, we relied on a data system that gave us lots of scale and automation — which is exactly how our scrappy team can maintain such high quality, fresh data across 52 countries, 130MM POIs, and 475 categories. That was great, but we needed finer-grained tools that would let us balance that scale with precise, targeted improvements.

Late last year, our places team shipped a top-to-bottom overhaul of our Global Places data processing pipeline. Externally, not much has changed: we still have the same great, fresh global POI dataset. But on the inside, we’ve completely changed how we think about and build data. And unlike a marmalade sandwich Paddington forgets outside, this change won’t go stale anytime soon.

We call our new processing pipeline Neutronic — a big data processing platform built by customizing HBase’s snapshot ability so that it gives us Git-like flow controls over our big data (there’s also a healthy amount of Solr, Elasticsearch, and Kafka thrown in). It’s “git for big data,” as we like to say.

Neutronic has changed the way we build our places datasets. It’s changed how we think about our data sets. It’s a big deal. To break it down further, here are the three ways it’s changing our data game:

Neutronic is independent – Neutronic borrows the idea of branches from Git — allowing engineers and teams to run workflows that change, mutate, update, and refresh our data independently from each other. Whereas all changes had to be packaged together into a single release in the past, Neutronic will allow our category team to ship changes in isolation from our machine learning teams’ experiments.

Neutronic can be incremental – Our old data system forced us to adopt an “all aboard” approach to updating our data. When we ran workflows, not only were all the teams contributing their changes onto a single release, but our default workflows ran for all releases. Now, if we just need to update a chain to keep it perfectly accurate, we can do that and no more!

Neutronic is flexible – These days, we have a pretty good idea of what we do well here at Factual (hint: it’s location data). That focus allowed us to build Neutronic to specifically attack the problem of aggregating, cleaning and optimizing an enormous POI dataset. We were able to sneak in tons of features that will allow us to more naturally express things like relationships between places and the different ways to geographically represent a building. It’s like pouring a foundation when you know exactly what kind of house you want to build.

So we’ve upgraded our tools big time, but that’s probably only visible from the inside (at least, until we publish this post). Neutronic gives us more flexibility to improve our data, frees up development time to work on new features and shortens iteration time. As a partner or customer of Factual, you can expect Factual to become even better at keeping our POI dataset accurate and up-to-date, ultimately being a better reflection of the physical world.

And that’s our key job right now: to translate these internal improvements into undeniable external results. To do that will prove once again what we’ve come to learn from stuffed bears, shut-in princes, and sensual fish monsters: it’s what’s on the inside that really matters.

By the way — if you’re interested in coming to work on our data or infrastructure: check out our job listings! Neutronic may have shipped, but we aren’t done improving it. To extend the Git metaphor, we’re in the process of building “continuous integration for data” to sit on top of our “Git for data” … among many, many other projects. Click here to view our open jobs.

]]>https://www.factual.com/blog/introducing-neutronic/feed/0https://www.factual.com/blog/introducing-neutronic/NEW REPORT: Mobile Measurement & Targeting by eMarketerhttp://feedproxy.google.com/~r/factualblog/~3/6xbNINEPFjw/
https://www.factual.com/blog/new-report-mobile-measurement-targeting-emarketer/#respondTue, 13 Feb 2018 16:59:35 +0000http://www.factual.com/?p=2767Mobile advertising is growing at a rapid pace, but fragmented formats and standards keep marketers from taking full advantage of the data available to them. In a recent report, eMarketer included Factual research in their exploration of mobile advertising challenges and how improved transparency and measurement can support marketers’ goals in 2018. Here’s a couple … Continued

]]>Mobile advertising is growing at a rapid pace, but fragmented formats and standards keep marketers from taking full advantage of the data available to them. In a recent report, eMarketer included Factual research in their exploration of mobile advertising challenges and how improved transparency and measurement can support marketers’ goals in 2018.

When selecting a data partner, publishers put data transparency (60 percent) and data quality (33 percent) as their most important considerations. Scalability was the lowest consideration with only eight percent.

More than three-quarters of US publishers (76 percent) said that they always or usually use location data for geotargeting. In addition to targeting, thirty-one percent of publishers cited they are using their data to create location-based audiences.

Access the full report on eMarketer Pro to read their research addressing the following:

The Thickets of Identity Resolution

Finding that Elusive Common Ground in Measurement

Publishers Are Coy with Data

Ad Fraud

Measuring Off-Device Actions

Improving Targeting via Location Data

Finding the Right Moment

Personalization that Scales

Interested in learning more about how Factual data can help you reach meet or exceed your goals for 2018? Contact our team today.

]]>https://www.factual.com/blog/new-report-mobile-measurement-targeting-emarketer/feed/0https://www.factual.com/blog/new-report-mobile-measurement-targeting-emarketer/Recapping Street Fight Summit: Fireside Chat with Factual CEO, Gil Elbazhttp://feedproxy.google.com/~r/factualblog/~3/iOltQmIY3F8/
https://www.factual.com/blog/recapping-street-fight-summit-fireside-chat-factual-ceo-gil-elbaz/#respondThu, 08 Feb 2018 04:22:24 +0000http://www.factual.com/?p=2736Last week, a few of us at Factual had the pleasure of attending Street Fight Summit West. As newcomers to the summit, we found the conference to be a great place to hear what was top of mind for fellow providers and buyers in the location space. The conference delivered a valuable table setting for … Continued

]]>Last week, a few of us at Factual had the pleasure of attending Street Fight Summit West. As newcomers to the summit, we found the conference to be a great place to hear what was top of mind for fellow providers and buyers in the location space. The conference delivered a valuable table setting for 2018. We saw consensus on the value of location data now more than ever, and the desire to further innovate on what location intelligence can do for businesses.

Key themes we heard throughout the conference included market demands of location data, the future of local search and brand optimization, closing the attribution loop and proving ROI, and the future of location data in AR and AI. Touching on many of these, our founder and CEO Gil Elbaz sat down for a fireside chat with Andrew Shotland, CEO of Local SEO Guide. He shared his thoughts on why he decided to go into the location data space, how he grew Factual from “just” a local listings business to a global location intelligence provider, and how the company is now providing location intelligence to drive business decisions. Here are some of the highlights.

On why he chose location dataAs an entrepreneur at heart, Gil started to feel the “itch” again after the acquisition of his last company to Google. But more so, he witnessed the massive acquisition of data at Google, and believed in the value of using data to make strategic business decisions. Gil said, “I’ve always been a data person, but seeing the intensity within Google of collecting info and not sharing it made me think.” Seeing a future where data would be dominated by a few companies, he set out to create a neutral company that could stand alone and provide high quality data to the rest of the market.

On growing FactualTo grow Factual’s business, a strong places dataset is foundational. Factual went from first aggregating high quality places data to now supporting many of the world’s largest and most respected tech companies, and providing data to 28 out of the top 30 national advertisers, powering their brand campaigns. These companies leverage our Global Places dataset to power their products and make business decisions. Most recently, Factual we drove business intelligence for WeWork by leveraging location data to assess the vibe and walkability of potential WeWork locations. Their goal was to profile expansion areas for a better understanding of the neighborhood.

As we’ve looked to continue growth, Factual has layered in new technology and device data to understand how consumers are interacting with businesses and its effects on ROI. We see trillions of observations across hundreds of millions of devices in our Observation Graph dataset.

On qualityThe connective thread muttered throughout the Street Fight Summit was around the need for accuracy and quality in location data. Ensuring accuracy in core location attributes, such as place name and telephone number, is incredibly important, as they’re key to successfully leveraging location data as a business. But it has become increasingly difficult to get right as more and more data floods the marketplace.

Accuracy in core attributes impact every aspect of how a business leverages location data, but are increasingly challenging to get right as there is more and more data available. Factual continuously focuses on these “core attributes” in our dataset. We strive to ensure that when our partners are delivering business recommendations through their services, or navigating to the right destination in their cars, they can be sure that the information is accurate. “Our goal is to have the highest-quality location data across all countries,” Elbaz said. As the industry collectively rises to the challenge with accuracy, Factual continues to aim to be the leader in providing quality location intelligence.

]]>Too often, marketers lack the actionable consumer insights and holistic measurement solutions needed to effectively plan and optimize marketing campaigns. To help solve this problem, Factual is releasing two new products to help marketers understand their customers better, close-the-loop on media campaigns, and boost the long-term impact of their marketing investment.

Geopulse Insights takes the guesswork out of how to reach target audiences by translating real-world observations into actionable targeting strategies. This includes:

In-Depth Consumer Analysis – Improve overall marketing strategy with unique insights about target consumers. Explore demographic characteristics and behavioral propensities, and discover the places, chains and business categories they frequent. Uncover differences between customers and the general population, or those of top competitors.

Customer Journey Analysis –Understand consumers’ path to purchase, including the places they visit before a point of interest, and how long they stay at a target location. Inform marketing strategy with insight into visitation patterns by time of day and day of week.

Both tools are built with Factual’s proprietary technology and data assets, including Global Places, which covers more than 130 million places and points of interest around the globe, and Observation Graph, which describes signals from more than 280M mobile devices.

Interested in learning more about Geopulse Insights and Geopulse Measurement for your campaigns? Contact our team today.

]]>https://www.factual.com/blog/introducing-geopulse-insights-geopulse-measurement/feed/0https://www.factual.com/blog/introducing-geopulse-insights-geopulse-measurement/Super Bowl, Super Insightshttp://feedproxy.google.com/~r/factualblog/~3/VU8C52u-zSE/
https://www.factual.com/blog/super-bowl-super-insights/#respondWed, 31 Jan 2018 09:00:26 +0000http://www.factual.com/?p=2670The Super Bowl is every brand marketer’s holy grail — it’s one of the few remaining events that draws a large live audience, and many tune in for the advertisements as much as they do the game. In less than four hours, the Super Bowl will capture about 2.5% of broadcast network advertising spend for … Continued

]]>The Super Bowl is every brand marketer’s holy grail — it’s one of the few remaining events that draws a large live audience, and many tune in for the advertisements as much as they do the game. In less than four hours, the Super Bowl will capture about 2.5% of broadcast network advertising spend for 2018.

Brands spending $5 million or more on a 30-second spot in the Big Game want to make sure they see a return on that massive investment, and leveraging location data is one way to measure results. Marketers can gain interesting consumer insights and better understand how they behave in the real world, which translates into actionable targeting strategies.

Using data from Factual’s Observation Graph, which indexes the behavior of more than 280 million people around the globe, we looked at fans of each of the two Super Bowl teams* to explore the points of interest they visit. We also looked at some of last year’s Super Bowl advertisers to see how they fared after airing a spot. Below is what we found.

To reinforce and amplify a brand’s Super Bowl investment, marketers and agencies can also tap into Factual’s high-quality location based targeting to reach football enthusiasts before, during and after the Big Game. Check out our last-minute Super Bowl targeting ideas, too!

To learn more about Factual location data and how to integrate it into your digital campaigns, contact us here.

*We defined “fans” as people observed at a team’s stadium during home games and also from the team’s home state/area, during the 2017-2018 season.

Tap into Factual’s high-quality location based targeting to reach football enthusiasts before, during, and after the Big Game.

Target people at Super Bowl LII – Reach consumers in real time on February 4, 2018, as this year’s Super Bowl is being held at the US Bank Stadium in Minneapolis, or target people at hotels and sports bars around the event.

Target Super Bowl LI Fans – Reach consumers who attended the 2017 Super Bowl or a sports bar during the day of the game.

Target NFL Enthusiasts – Reach consumers who have visited an NFL stadium during the football season.

]]>https://www.factual.com/blog/super-bowl-super-insights/feed/0https://www.factual.com/blog/super-bowl-super-insights/The Need for ‘Neutral’ Data and What it Means for Marketershttp://feedproxy.google.com/~r/factualblog/~3/wTSi7qNpwIg/
https://www.factual.com/blog/need-neutral-data-means-marketers/#respondThu, 18 Jan 2018 00:41:45 +0000http://factualinc.wpengine.com/?p=2454Astute execs today know that data in marketing technology has become the lifeblood to companies becoming 21st century brands. But while standing up to the challenge of digital transformation, many marketers are still new at managing data central to their businesses. Marketers increasingly expect to activate data for a variety of use cases, and many … Continued

]]>Astute execs today know that data in marketing technology has become the lifeblood to companies becoming 21st century brands. But while standing up to the challenge of digital transformation, many marketers are still new at managing data central to their businesses. Marketers increasingly expect to activate data for a variety of use cases, and many companies are shifting their business models to provide support.

Brands are increasingly building programmatic teams which learn to leverage first and third party data rather than outsourcing it all to ad tech companies or ad agencies. The IAB recently reported that digital ad revenue grew 23 percent to $40 billion in the first half of 2017 in the U.S. alone. At the same time, an ecosystem of so-called ‘neutral’ data providers — those who offer data not tied to media — is emerging.

THE BASICS OF A ‘NEUTRAL’ DATA COMPANY

In the early years of building Factual, there was often confusion about what it meant to be a data company — a company that had its own data assets and made them accessible to other businesses. Many would react by saying, “Oh, yes, you are doing big data.” While that’s technically true since we do process and analyze trillions of records, it isn’t sufficiently descriptive, because most big data companies neither own nor license data assets to others, and fewer do both. A better descriptor is ‘neutral’ data company — we build data, license it to other businesses to power their own software solutions, and don’t compete with these customers.

Recently, the neutral data category has gone from a misunderstood and underappreciated concept to a growing necessity in the martech ecosystem. An increasing number of companies today are partially or fully re-orienting themselves around the new neutral data model, especially in marketing.

TO COUPLE OR DECOUPLE MEDIA?

There are two ways a company can approach their data and media strategy — purchase media pre-bundled with data, or purchase data independently from media. Those who want transparency and control of the data tend to go with the former and those who prefer the simplest one-stop solution tend to go with the latter. Below, we outline the pros to each approach.

PROS of Purchasing Data Separate from Media

Transparency around supply sources and pricing

Direct control of, and transparency on, campaign targeting parameters

Ability to enrich your own in-house data assets

Cost efficiency based on direct access to exchange inventory

Experimentation loop optimizes in house learning and insights about customer acquisition strategies

PROS of Purchasing Data Coupled with Media

It’s a one-stop solution that require less time and effort

Managed solutions may offer more hand-holding and customer support

Guarantees on performance are sometimes offered (along with the higher fees)

FIND THE RIGHT PARTNER

Many people have evaluated the best ad platforms, but fewer have evaluated the best data. Here are a few questions to make sure you are choosing an appropriate data partner.

Is data sold alone, or exclusively coupled with media?

Are data assets proprietary and differentiated?

Is there transparency into the underlying data assets?

What processes are in place to measure quality?

Is data updated regularly?

Whether data is purchased alone or with media, the advertising industry wins as a whole with increased data usage. After all, data allows for smarter marketing decisions and better, more personalized consumer experiences.

]]>https://www.factual.com/blog/need-neutral-data-means-marketers/feed/0https://www.factual.com/blog/need-neutral-data-means-marketers/Factual Forecast – Predictions for 2018http://feedproxy.google.com/~r/factualblog/~3/Cqp3tAiLnNk/
https://www.factual.com/blog/factual-forecast-predictions-2018/#respondWed, 10 Jan 2018 18:43:39 +0000http://factualinc.wpengine.com/?p=2427Location data shined bright in 2017, with marketers, advertising agencies and technology companies using it to create more personalized experiences leveraging location for their brands throughout the year. Now that everyone has gotten their hands dirty, it’s time to use 2018 to refine the process. Expect to see some big changes in location data and … Continued

]]>Location data shined bright in 2017, with marketers, advertising agencies and technology companies using it to create more personalized experiences leveraging location for their brands throughout the year. Now that everyone has gotten their hands dirty, it’s time to use 2018 to refine the process. Expect to see some big changes in location data and across the industry in general. Here’s my take on 2018.

1. MEASUREMENT MATTERS – We will see more brands and agencies push for campaign transparency so they can analyze their efforts and optimize accordingly. Better measurement solutions are available in the industry and they will continue to improve the increased demand for transparency. Solutions that provide real time data and optimization opportunities will be be at the top of marketers’ lists so they can optimize every dollar.

2. A BIGGER FOCUS ON DATA QUALITY – If 2017 was the year of decoupling data and media then 2018 is the year that brands and agencies push for data quality from their providers. Quality data is hard to come by and marketers will weed out the good from the bad, choosing their data providers more carefully, and figuring out what works. Expect your clients to be more hands on and to hear questions like the following:

Is my first party data as valuable as I think it is?

What types of 2nd or 3rd party data do I want to work with and for what tactics?

How do you build your data? Where does it come from?

What’s my process for testing data sources. Who do I need my DMP to work with?

3. BRANDS CONTINUE THEIR MARCH TOWARDS TRANSPARENCY AND WILL BE MORE INVOLVED WITH THEIR MEDIA DECISIONS AND PARTNERS – Expect to see brands continue to build out in-house marketing and technology teams to for control and efficiency. We saw the beginning of this trend in 2017 and will continue to look to the movers and shakers of brands building out full programmatic teams. Brands are interested in diving deeper and executing more independently. It will be interesting to see how this develops over time and how the ecosystem will adjust.

4. BUYING ON AUDIENCES VERSUS BANNER SIZE – You’ll see less focus on the format and more on the consumer, so marketers can reach people wherever they are. I place all my bets on video — video will be king. The standard banner will disappear and it will be all about interacting with the user. Brands need to know who their consumers are and what’s important to them.

The only constant in advertising is change. I’m excited to see where we will be at the end of the 2018. Happy new year folks!

]]>https://www.factual.com/blog/factual-forecast-predictions-2018/feed/0https://www.factual.com/blog/factual-forecast-predictions-2018/Factual Talks Cross-Device Targeting and Location Data Strategy with Adelphichttp://feedproxy.google.com/~r/factualblog/~3/B48hsdDZgBk/
Thu, 07 Dec 2017 08:00:00 +0000http://factualinc.wpengine.com/factual-talks-cross-device-targeting-and-location-data-strategy-with-adelphic/Our long-time partner Adelphic recently launched a new Q&A series that shines a spotlight on the biggest challenges, questions, and trends in the programmatic marketplace. As part of the series launch, our VP of Agency and Strategic Partnerships Ocean Fine shared her thoughts on cross-device targeting, location data strategy, and all things mobile.

]]>Our long-time partner Adelphic recently launched a new Q&A series that shines a spotlight on the biggest challenges, questions, and trends in the programmatic marketplace. As part of the series launch, our VP of Agency and Strategic Partnerships Ocean Fine shared her thoughts on cross-device targeting, location data strategy, and all things mobile.

What are some of the biggest benefits you see in cross-device targeting?

Why should advertisers care about device IDs in the desktop environment?

Beyond the desktop and mobile phone, what other channels and screens are emerging as important for marketers to reach their customers?

When should real-time location be used instead of or in conjunction with past location targeting? Which is the best strategy for a cross-device campaign?

Click here to read the full blog. Thank you to our friends over at Adelphic for the opportunity to share our perspective via your new Q&A series! We look forward to reading commentary from industry experts, clients, and partners.

]]>https://www.factual.com/blog/factual-talks-cross-device-with-adelphic/Factual’s Data Rockstar: Bill Michelshttp://feedproxy.google.com/~r/factualblog/~3/nZkpCoKp0dQ/
Tue, 05 Dec 2017 08:00:00 +0000http://factualinc.wpengine.com/factuals-data-rockstar-bill-michels/It’s not every day that data is celebrated, but when it is, Factual wants to be a part of the party! Yesterday the Interactive Advertising Bureau and its Data Center of Excellence announced the winners of the second annual IAB Data Rockstar Awards at their Data Symposium , and our SVP of Product and Partnerships Bill Michels was named one of five winners.

]]>It’s not every day that data is celebrated, but when it is, Factual wants to be a part of the party! Yesterday the Interactive Advertising Bureau and its Data Center of Excellence announced the winners of the second annual IAB Data Rockstar Awards at their Data Symposium , and our SVP of Product and Partnerships Bill Michels was named one of five winners.

The Data Rockstar Awards honor those who have done outstanding work with data. Based on excellence, creativity and forward-thinking approaches to solving problems in data science and technology, winners of the Data Rockstar Awards have made a proven impact within their businesses and industries.

Through his work here at Factual, Bill has helped to shape the way product owners, developers and marketers use data within their respective industries. Data enables every human interaction with the digital world to be personalized and made better, and Bill’s work ensures that Factual is the company behind that data for the world’s biggest companies.

As Factual’s SVP of product and partnerships, Bill guides our product roadmap, guides a team of more than 70 engineers, product managers, and designers, and has spearheaded landmark partnerships with companies including Apple, Facebook, Uber, Twitter, Qualcomm, and more. He has a rare combination of product vision, business expertise and charismatic leadership which he offers to everyone at Factual.

We’re proud to have many data rockstars on our team and look forward to more innovation to come from Factual in 2018!

]]>https://www.factual.com/blog/factuals-iab-data-rockstar/4 Ways Marketers Can Use Location Data This Holiday Seasonhttp://feedproxy.google.com/~r/factualblog/~3/xvaj5ejzCBo/
Tue, 28 Nov 2017 08:00:00 +0000http://factualinc.wpengine.com/4-ways-marketers-can-use-location-data-this-holiday-season/In our technology-driven world, marketers need to be creative with their advertising strategies this holiday season. The retail landscape has evolved a great deal over the past few years with new mobile advances, but consumers are still making the majority of purchases in store, including 53 percent of tech savvy millennials. While online browsing patterns are valuable, they are not always the best indicator of purchase intent. The places consumers move about in the physical world tell a better story of consumer path to purchase.

]]>In our technology-driven world, marketers need to be creative with their advertising strategies this holiday season. The retail landscape has evolved a great deal over the past few years with new mobile advances, but consumers are still making the majority of purchases in store, including 53 percent of tech savvy millennials. While online browsing patterns are valuable, they are not always the best indicator of purchase intent. The places consumers move about in the physical world tell a better story of consumer path to purchase.

So, how can you leverage location data to hone in on your niche target audiences this holiday season? Follow the four tips below to ensure you reach the right consumers with the right message at the right moment.

USE SIMPLE INSIGHTS

Don’t over complicate or overthink your targeting. Leverage simple insights to get a better understanding of your core audience and where they are likely to be shopping this holiday season. Below is a snapshot of chains and categories frequented by holiday shoppers.

Chains

32% of Holiday Shoppers are observed at Walmart

22% of Holiday Shoppers are observed at Target

21% of Holiday Shoppers are observed at Dollar Tree

21% of Holiday Shoppers are observed at The Home Depot

Categories

46% of Holiday Shoppers are observed at Department Stores

45% of Holiday Shoppers are observed at Discount Stores

40% of Holiday Shoppers are observed at Car Dealers

38% of Holiday Shoppers are observed at Electronics stores

CREATE CUSTOM AUDIENCES

Don’t fall into the trap of purchasing the same audiences you’ve used all year long. Understand how your holiday audiences are moving about in the real world and then leverage those insights to build custom audiences that fit your campaign needs. A few examples of Factual’s custom audiences below.

Location history is also a great way to target shoppers who have previously visited your store (and competitor stores). Factual can create custom audiences to reach your shoppers with the best deals this holiday season. Combine those custom audiences with category targeting to cover all the bases. For example, if you’re launching a new fitness product this year, you can target Factual’s gym goer, pilates & yoga studios, jogging trails, and health & vitamin stores audiences to expand your efforts.

CONSIDER THE CONSUMER JOURNEY

If you’re only considering online activity, you’ve got an incomplete picture of a customer’s journey. Look at where your target audience goes before and after their shopping trips to learn which retail or restaurant chains your shoppers prefer or categories of stores they are most likely to visit. The below consumers were seen at the following locations within a six hour period before they reached Target, Walmart and Macy’s.

MEASURE THE RESULTS

Your campaign is only as good as the results it yields. Measure your effectiveness during the campaign to optimize and get the best value from your media budget this holiday season. You can use deterministic footfall data in your programmatic platform to see how your line items are performing in real time.

Ask the following data questions to ensure a strong measurement model:

How is your in-store visit data derived?

How do you validate the user location data used to determine a visit occurred?

What is the source of your places data? Is it licensed?

How do you attribute a mobile device user to a place?

How precisely can I define my list of “conversion” locations?

Can I measure visits to places other than my own locations?

Can you measure my entire media buy across all vendors and channels?

Be sure to use the results from your holiday efforts to help plan your 2018 campaigns. No matter your goals, the Factual team is here to help you. Download ourHoliday Strategy Guide or reach out to a location data expert today at strategy@factual.com.